The EA SPORTS FIFA franchise is one of the most popular game-franchises on the planet. Especially in a football-crazy nation like Germany, players can’t wait to get their hands on the latest release.
To make sure everybody keeps their eyes on the ball, it is important to establish a long-term relationship between journalists and the FIFA game brand. Like any relationship, this one needs continuous relation management and care.
The FIFA brand is an all-year-long topic on social media channels and for media outlets. With the launch of a new FIFA game, the FIFA season begins and MSM.digital helps EA to keep the ball rolling throughout the year. One pillar of activations around the brand are goal-oriented media and influencer events, like the BACKSPIN FIFA cup, where Germany’s biggest rappers compete against each other, or the ‘FIFA Press Cup’.
The ‘FIFA Press Cup’ is a tournament, embraced by key journalists all over Germany, Austria and Switzerland. Up to seven local events attract more than 250 journalists in order to determine who is the best FIFA player.
The fuzz begins way before the actual tournament: A closed Facebook group prepares the contenders in advance. This relation management helps to build a community from journalists writing about FIFA, while at the same time connecting them more tightly to the brand as EA representatives are also active in the group. The actual tournament consists of several qualification events and a grand finale.